19 Proven Ways to Write Better Email Subject Lines

Today, I’m giving you 19 ways to write a better email subject line. 

Improving your subject line is one of the quickest ways to boost your email revenue. 

That’s why, usually, when a world class direct response copywriter gets brought in to beat a company’s email control, the first place that copywriter will start is the email’s subject line. That copywriter knows it’s not uncommon to see a 25% boost in sales just by improving the subject line alone.

You don’t really see results that easily by changing the body copy, call-to-action, opening line, etc.

Now, while it does take years of practice and thousands of reps to do this skillfully…

My goal is that when you finish this article today, you’ll have a better understanding of why these 19 subject line methods work, and how you can leverage them for better business outcomes. 

And also, if you decide to bring in a world class direct response copywriter to beat your email control, you’ll have a solid understanding of what will go down, and how it can drastically boost your email revenue. 

Let’s delve in.

#1 The Twin Scales Method

This is arguably the most important method and feeds into almost all the other methods we’ll cover today. 

Hence, we’ll cover it first, so the remainder of this guide makes more sense. 

Here’s how it works…

Often, when writing better subject lines, there’s 2 key elements you want to focus on: 

The curiosity element and the benefit element. 

This is called the Twins Scale method. 

I learned this from Luke Mills and Stefan Georgi, who both run Copy Accelerator. 

The reason it’s called the Twins scale method is because you’re balancing both the “curiosity” element and the “benefit” elements together. 

Essentially, you’re creating a “scale” between the two elements. 

Here’s an example of making a subject line better using the Twins Scale method… 

Subject 1: New Harvard study shows THIS “sports herb” used by Tom Brady and Usain Bolt can 4x recovery time 

Subject 2: New Harvard study shows THIS “Appalachian herb” used by Tom Brady and Usain Bolt improves recovery time 

Subject 3: New Harvard study shows THIS “Appalachian herb” used by Tom Brady and Usain Bolt can 4x recovery time 

For subject line 1: The curiosity element is “sports herb”. The benefit element is “4x recovery time ” 

For subject line 2: The curiosity element is “Appalachian herb”. The benefit element is “improves recovery time” 

For subject line 3: The curiosity element is “Appalachian herb”. The benefit element is “4x recovery time” 

Subject line 3 is the best, in my opinion. “Appalachian herb” is a better curiosity element than sports herb, since it’s more unique, it’s more specific. There’s a story behind it. 

Sports herb is too vague. Appalachian, implies that it comes from a specific place. And I need to discover why it came from that place specifically, plus more…

Subject line 3 is ALSO the best because its benefit element is better than subject line 2. 

The benefit is more specific, bold, and big, more beneficial. 

“4x recovery time” is a lot more powerful of a benefit than “improves recovery time” 

The specificity is also more believable and adds more proof and credibility with the boldness. 

As such, subject line 3 has the best curiosity element AND the best benefit element. Therefore, making it the best.

If you wanted to apply this method yourself, you’d simply take your subject line…

-Isolate the curiosity element (if present)...

-Isolate the benefit element (if present)...

-Then decide which one is weaker…

-Then improve the weaker part. 

In my experience, improving the weak part is 10x easier and more effective than trying to make a “strong part” stronger. 

A bit of a long section, Ik, but the importance of this first method is because it plays into the remaining 18 methods I’m about to share with you. 

And now when you see these other 18 methods, it’ll be even easier to improve your subject lines and increase your email revenue…

#2 Adding Texture (Or Removing Texture)

The next part, is texture. 

Texture is basically words, punctuation, emojis, and other symbols that pop out. 

It’s attention-grabbing. 

As such, it stands out more in your inbox and is more easily noticeable…

…instead of “blending in” with the other hundreds of emails that are likely in your inbox. 

For example, Dan Henry uses a black circle in all his emails:

Troy Ericson uses no preview text. (this is actually removing texture, technically, it still produces the same effect—making your email more noticeable)

Other examples of adding texture to subject lines include:

• Use [brackets] and (parentheses)

• Use a Combination of UPPER-CASE and lowercase words

• Use numbers, quotes, and uncommon letters (3, “quotes”, z, x,)

Authors note: Avoid exclamation points. For some reason, using exclamation points like this!! Seems to hurt deliverability more often. 

#3: Benefit

What’s in it for me?

This one is self-explanatory. 

Your reader wants to know: 

“What’s in it for me?” 

“What benefit will I get by opening this email?” 

“How good is that benefit?” 

“Is it REALLY that beneficial?”

… “Or is the benefit so tiny… the little amount of work required for me to open the email still doesn’t make it worth me opening the email?” 

I don’t wanna beat a dead horse here, lol. 

If your reader is to open your email, it’ll likely require they do further reading, clicking, calorie burning, and energy expending. 

Evolutionary speaking, if they don’t get a net-positive by opening…

It will create a net-negative…

And they could end up in famine.

So, we need to be able to help them acquire more resources, increase their status, mate better, and survive in our cold, competitive, primal world. 

Instinctually, they MUST get some benefit sacrificing their precious, stored calories to open our emails.

#4: Dimensionalization

Dimensionalization means using words that create a crystal-clear image in the prospect's eyes—words that appeal to their senses, so they can clearly see, smell, hear, etc. 

In simple terms, it’s like using imagery: creating a crystal clear image of what you’re trying to get your reader to see. 

To make them more real and compelling. You’re describing the benefit behind the benefit. 

Here’s an example from, verygoodcopy.com -

Studies in advertising psychology suggest that consumers are up to 70% more likely to remember a product if its advertising appeals to their emotions or senses, enhancing brand recall. 

Let’s say you’re a mattress company. 

And after reviewing data from your ads, sales pages, and emails, you notice all the top-performing ads, sales pages, and emails have one thing in common: 

They include the phrase, “Wake up feeling like you've had an extra two hours of sleep.”

Then you realize, this is actually the biggest desire for your market, they feel like they are missing sleep. 

And yet no matter how long they sleep, they always feel like they need an extra 2 hours of sleep before they’re ready to start their day. 

So, you decided to run a test… 

You craft two versions of a subject line: 

The control version might say something like:

• “Get our state-of-the-art memory foam”

Meanwhile, the test version taps into the direct benefit: 

• “Wake up feeling like you got 2 more hours of sleep! (MDs new bed ritual)”

• “It feels like I get 2 more hours of sleep each night” - 12,000 others

Both these second examples dig deeper into the emotional side, and use dimensionalization. 

You can also add in the preview text: 

“Discover why our state-of-the-art memory phone has others calling it a ‘sleep miracle’” 

Or something like that…

But basically, the goal here is to dig deeper into the deep emotional desires of our reader.

It’s kinda like peeling a layer of the onion back more and more to see what the real motive is for buying. And then ensuring you reinforce that main motive over & over again through vivid, descriptive messaging.

#5: Specificity 

Specificity is a powerful, yet overlooked direct response principle…

It works by cutting through noise and providing clear, measurable details that ease the decision-making process.

For instance, when you list a product price as $30.83 instead of rounding it to $30, you signal to your audience that there's a reasoned calculation behind the price. This specificity suggests transparency and careful thought, which enhances trust and reduces the mental friction associated with skepticism. 

Studies show that messages that include specific details are perceived as more credible. Because specific numbers suggest thorough research and precision. 

For instance, "Increase revenue by 23.5%" appears more researched and validated than "Increase revenue significantly."...

This implies the message is tested and backed by concrete data.

For example, some people are more willing to spend $99.97 on a product than $100. 

In fact, studies in economic behaviorism show that when an item was priced $19.97, it got 15% more purchases than the item priced at $19.93—the more expensive item got 15% more buys! 

But not only does specificity make things more believable… 

It also helps with what’s known as “cognitive load.” 

See, people prefer specific information because it involves less guesswork and fewer “brain calories” to comprehend…

In technical terms, when a subject line provides a precise figure, such as "Increase email engagement by 33%," it allows the prefrontal cortex (responsible for decision-making and problem-solving) to process the information more efficiently. 

When it comes to our emails… 

Having this clarity makes the decision to open an email feel less taxing and more straightforward.

We don’t have to think, “what does this mean?” 

…Instead, it just makes sense at first glance. 

And we prefer things that are easier to understand. 

In Pre-suasion, Cialdini argues that people are more likely to be persuaded by messages that are easy to understand—this is where specificity becomes incredibly powerful.

Cialdini points out that people prefer things that are easy to understand and that this preference extends to how we receive and process information. Specificity in email subject lines contributes to cognitive ease by providing clear, unambiguous information. For example, a subject line like "Reduce your morning routine to just 15 minutes with our 5-step kit" uses specificity to simplify what might otherwise be a complex offer, making it easy and appealing to grasp.

When your audience encounters specific details, such as "Increase your ROI by 25% with this one tweak," the ease with which they can understand and visualize the benefit lends credibility to the message. 

Cialdini also suggests that our minds are less critical during states of cognitive ease, which means we're more likely to accept a claim if it's presented clearly and specifically.

In this case, we’re more likely to open an email instead of saying, “bullsh!t” and continue scrolling…

Here’s some subject line examples: 

• “Join 480 others who saved $320 in March by switching to our service”

• “Learn 3 simple legal tips that can save your business thousands”

• “How I increased this brand’s AOV by over $23”

• “467 of 500 spots already taken (hurry)”

#6: Credibility

Real quick—Credibility is NOT the same as Authority. They’re both great for email subject lines, but they target different persuasion triggers in your reader's brain…

Credibility is all about being trustworthy and reliable. It doesn’t matter who you are; what matters is if people believe what you're saying. 

It’s like that trusted friend who’s always looking out for you and has your back. 

When your message has credibility, it’s because your audience believes:

• You’re trustworthy (won’t screw them over)

• You have integrity 

• You won’t lie or deceive them

• And/or you have other evidence, supporting the trustworthiness or reliability of your message 

Take a subject line like…

"Backed by 20 Years of Research: The Only Sleep Aid You'll Ever Need" 

…This one’s powerful because it shows there's real research and knowledge behind the product. You're not just making bold claims; you're offering evidence.

This is different from authority, which we'll talk about next. With credibility, it’s all about earning trust through what you say and how you say it, making sure people feel comfortable and confident in believing you.

#7: Authority

Moving on to authority; this is one of the most powerful weapons of influence in your arsenal.

Unlike credibility, which is built on trust and reliability, authority leverages the power of status, expertise, and recognized leadership to persuade. 

Robert Cialdini covers this weapon of influence heavily in his book, Influence.

Authority figures—be they top veterinarians, renowned medical doctors, influential Wall Street bankers, or celebrated copywriters—carry a weight of expertise that, when mentioned, can significantly boost the perceived value and importance of your message.

By associating your message with these authority figures, you're essentially borrowing their credibility…

It’s not just about name-dropping, though; it's about linking your content to a source that your audience already trusts.

Plus, people want to hear what experts have to say, especially if it could impact their lives or work.

Here’s what to keep in mind when using authority:

1. Choose Relevant Experts: The authority you cite should be a recognized figure in the field related to your email's topic. Relevance is key to ensuring that the name resonates with your audience.

2. Be Specific: Don't just use generic phrases like "industry expert." Name the expert and their title, and briefly mention why their opinion is a game-changer. For instance, "Dr. Jane Doe, Award-Winning Immunologist, Unveils New COVID-19 Safety Measures."

3. Promise Real Insights: Your subject line should not only drop a name but also hint at the specific, valuable insights the expert will provide. This could be through tips, warnings, or revealing lesser-known facts, as in "NASA Astronaut Shares 3 Lesser-Known Dangers of Space Travel."

And, here’s some subject line examples:

• "Warren Buffett's Latest Investment Strategy — Start Applying It Today"

• "Mayo Clinic’s Breakthrough Diet Plan That Doctors Swear By"

• "Harvard Psychologist Reveals 5 Tricks to Increase Daily Productivity"

• "Top Vet Unveils #1 Mistake Pet Owners Make With Their Dogs' Diet"

For more information on Authority, read Robert Cialdini’s book, Influence. It’s often referred to as, “The one book all marketers must read.” 

#8: Social proof (“others are doing this”)

Social proof is a powerful persuasion element, as it leverages the human tendency to follow others' actions. 

It seems funny, but naturally, humans don’t really know what’s going on.

They’re wired to mimic the actions of others, especially in situations of uncertainty…

So, by simply showing that a large number of people have done something, you can drastically boost your email subject lines. 

To capitalize on social proof effectively, incorporate clear, relatable examples that resonate with your audience:

• “Why 10,000 users switched to Matt Hommel’s email services last month”

• “500+ reviews confirm: Matt’s gym is #1!”

• “Join 100,000 neighbors saving on energy costs today!”

• “743,223 ladies agree: Matt Hommel’s the hottest man on earth!”

Essentially, using social proof in your subject lines helps demonstrate the popularity and reliability of your offer. 

Ultimately, this makes customers feel more safe because they’re following the road that others have traveled successfully before—so there’s less risk. 

#9: Proof - demonstration

Like the saying goes, “A demonstration beats a presentation every time.” 

…Or even, “Show don’t tell.” 

Demonstrating proof in your emails is convincing because you're not just saying you can do something—you're literally showing how you've already done it.

And seeing is often believing. 

Here’s an example: 

• “This one Facebook ad brought in 1,000 buyers a day.”

This statement grabs attention because it offers a clear, measurable demonstration of success.

And the reason it’s so effective is because you’re showing exactly what you’ve accomplished…

…which invites the reader to wanna open the email and see the evidence themselves.

#10: Trending news

Trending news taps into psychological triggers like urgency and relevance, which is a critical element in direct response marketing. 

This method exploits the brain's natural inclination to prioritize new information that could impact an individual's environment and well-being…

It’s kinda like when the media uses fear-mongering on us to stir the pot, lol.

We need to make sure World War 3 isn’t happening, or our job isn’t laying off 10,000 people tomorrow.

Research proves this too—people are more likely to react to information perceived as immediate and important.

Here’s how to leverage Trending News to produce better subject lines: 

First, it’s always important to select news that resonates with your target demographic and reflects their preferences and biases. 

For example, a subject line like "How Biden’s New Billionaire Tax Could Affect Your Investments" can stir the pot for a financial audience, especially when tax changes are dominating the news cycle.

Here are a few more example subject lines:

• “What North Korea's Latest Threat Means for Your Security Plans”

• “[Breaking] Harvard MD Reveals New Alzheimer’s “Reversal Cocktail”

• “FEMA’s Latest Advice on Surviving Natural Disasters”

These examples demonstrate how directly linking your email content to trending topics can result in compelling subject lines that your reader cannot afford to ignore… 

Does it sound manipulative? Sure. 

But if your product really IS that valuable…

You have to get it into the hands of more people.

Otherwise, those people will continue to suffer…

And they’re problems won’t get better =) 

#11: Anti-Selling-case against an offer

This is a little reverse-psychology tactic and it’s one of my favorites. 

This interesting approach to email subject lines plays on several deep-seated psychological biases; such as, the aversion to rejection and the desire for the forbidden. 

Employing what we can term "anti-selling" flips the typical marketing script by suggesting that a product or service might not be suitable for the recipient.

In a way, this can also lower our prospect's guard when used as a hook. 

I know this from experience. 

In fact, I used this same approach in a campaign for one of our 8-figure clients, resulting in a 53% open rate and a 4% order placement rate on a $200 product.

I’ll let you do the math on how powerful this can be. 

If you’re interested in the psychology side; here’s WHY this method is so powerful: 

Humans inherently dislike being told they can't have something. They also don’t like being told what to do either. 

This concept is rooted in psychological reactance, where individuals have emotional reactions in direct contradiction to rules or regulations that impinge upon their freedom and autonomy. 

When you tell someone that something is "not for them," it naturally piques their interest and challenges them to prove the assertion wrong, driving them to engage more deeply with the content to see why they might be the exception.

Additionally, it’s also a form of rejection too. Which humans don’t like either…

Even if the person didn’t want the thing to begin with, by simply telling them no, it flips the script and can make them suddenly pay attention to the thing more—or even end up wanting it just to prove a point. 

This strategy not only draws in the reader with the allure of the taboo but also filters your audience to those who feel they truly must belong to an exclusive group—those who qualify against the odds. Here’s how you might craft similar subject lines:

• “Why Matt’s Big n’ Sexy Diet Plan Is NOT for You”

• “do NOT sign up for my yoga class if this is you…”

• “If this is you…Easy Pilot will never work for you”

• “Gilmore Golfing is NOT the right for you if…”

As you can see…

Such subject lines create a challenge that many recipients are eager to rise to, turning the conventional sales pitch on its head and making your offer more desirable by suggesting it's out of reach.

By using this “anti-selling strategy,” you not only spark curiosity and engagement but also subtly enhance the perceived value of your offer, making it a potent tool in your arsenal for crafting powerful email subject lines.

#12: Easier or faster

In direct response marketing, efficiency and ease are highly persuasive elements. As such, highlighting the simplicity or speed of achieving results can significantly amplify the appeal of your offer. 

This approach directly taps into the consumer’s desire for instant gratification and minimal effort, which are compelling drivers in decision-making processes.

Positioning your product or service as the quickest or easiest route to achieving desired outcomes not only sets it apart but also aligns perfectly with the modern consumer's expectation for immediate results. Use terms like "1 minute," "fast," "simple," or "just THIS" to convey the minimal effort required from the user.

Here’s a few subject line examples:

• “Achieve a Perfect Smile in Just 2 Weeks with Our Quick Whitening Kit”

• “Learn Spanish in Just 5 Minutes a Day—Fast, Easy, Effective”

• “Simplify Your Meal Prep with Our 1-Minute Healthy Recipes”

These subject lines promise fast and easy solutions, making the offer more attractive by assuring the reader that they can achieve their goals without significant time investment or complexity.

In essence, you want to position your subject line as an easier or faster way to get the outcome, i.e. “1-minute, fast, simple, just THIS.”

#13: Calling attention 

Another great way to enhance your subject lines is by utilizing direct, attention-calling cues…

Such as:

• Read this if

  • You are [avatar]

  • You struggle with [pain]

  • You want to [benefit]

  • You have [thing avatar has]

  • [Main idea of original subject line]

Basically, this method involves using phrases that directly address the reader's identity, needs, or desires, making the message feel personally relevant and compelling. 

You probably see this in ads all the time, especially Facebook: 

🚨ATTN: ECOM STORE OWNERS 🚨

By starting with prompts like "Read this if," you create immediate relevance for your readers, forcing them to read further.

Here’s some examples of effective subject lines using this approach:

• “Read This If You Had a Capital Gain in 2022”

• “New Parents: You HAVE to See This…”

• “Open this if you’re an entrepreneur”

• “Copywriters: You can NOT miss this ChatGPT update”

These examples directly speak to the reader’s identity ("You are [avatar]"), their challenges ("You struggle with [pain]"), or their aspirations ("You want to [benefit]"). 

With this approach, you’re playing on the key component of messaging: 

Making the reader feel like it’s for them. Coaching for dentists…coaching for copywriters…coaching for marketers. 

By using a name, the reader feels like it’s meant for them… 

But even moreso, by using a direct callout, like “Read this if”... You make it feel like it’s not ONLY for them… but that the matter is also urgent.

Hence, this boosts urgency and ensures your reader doesn’t dilly-dally.  

#14: Timeframe

Integrating specific timeframes into your subject lines sharpens their appeal by promising exact results within a clear period. 

This tactic aligns perfectly with the consumer's desire for immediate gratification and clear, tangible outcomes. 

For example, when you specify benefits with a timeline—such as "Learn Spanish in Just 5 Minutes a Day" or "See Visible Skin Improvement in 30 Days or It’s Free,” you explicitly communicate the ease and speed with which customers can reach their goals.

By providing a definitive timeline, you alleviate common anxieties about the time investment required and dramatically boost the perceived value of the offer. 

eg…

• “In only x minutes”

• “2-minute method to [benefit]”

• “Get xyz in 30 days guaranteed”

Here’s some examples of subject lines with timeframes:

• “Go From Novice to Guitar Hero in 90 Days—Start Today”

• “Lose the love handles in 15 days with our new keto jumpstart method”

• “New Turbo Lawn Repair Kit: Greener Lawn in 2 Days or You Don’t Pay!”

One last note:

This overlaps with things like… 

• Specificity

• Ease of results/faster

In other words, the same principles that make specificity and ease of results work, also apply when using a time frame in your subject lines. 

To that end, by clearly stating what the reader can achieve and in what timeframe, these subject lines create a sense of urgency and make the decision to engage seem like a no-brainer.

#15: New

You might’ve heard that the word, “FREE” is the most powerful one in marketing… 

…it’s not. 

The word “New” is.

Science proves this. And so does one of the most successful copywriters of the last decade: Evaldo, Albuquerque, who sold over $173,000,000 in just 3 years.

The reason the word, “New” is so powerful is because…

It answers the biggest question your reader always has before reading your copy: 

“How is this different from everything else I’ve seen?”

In my opinion, nobody explains the power of the word, “New” better than Evaldo…

So, I’m gonna let Evaldo explain to you why this word is so powerful and why it helps you produce better email subject lines.

Here’s an excerpt below from Evaldo’s book, The 16-Word Sales Letter™:

“You must begin by explaining what the new opportunity is. As I mentioned in the last chapter, if your idea is not unique, it’s useless.

Why? Because it will not activate dopamine pathways in your prospect’s brains. Without the release of dopamine, your customer will just ignore your message.

Cognitive neuroscientists Nico Bunzeck and Emrah Düzel used MRI images to study how the brain reacts to novelty. They found that there’s a region of our midbrain called the substantia nigra or ventral segmental area that “lights up” when we see new stuff.

This “novelty center” of our brain is activated only when we come across something completely new. If it’s something familiar, it stays dormant.

Here’s how Bunzeck and Düzel explain it:

‘When we see something new, we see it has a potential for rewarding us in some way. This potential that lies in new things motivates us to explore our environment for rewards. The brain learns that the stimulus, once familiar, has no reward associated with it and so it loses its potential.

‘For this reason, only completely new objects activate the midbrain area and increase our levels of dopamine.’ ”

PLUS, novelty is also hard-wired into our brains…

I won’t delve too deep into this, as there’s plenty of evolutionary psychology books—even marketing ones explaining evolutionary psychology—but basically… 

Humans learned to survive by “detecting” change. 

Change is New. 

Now, 60 to 80% of our brain matter revolves around detecting change to keep us alive.

But it doesn’t matter whether it’s to stay alive, or the promise of a better future: 

Novelty is what will trigger enough dopamine in your reader’s brain to get them to open your email and keep reading your body copy. 

And one of the easiest ways to trigger novelty is by saying the word, “New.” 

Lastly, there’s no better way to drive this point home, than to show you some examples in action… 

Seriously, check this out: 

Triple C E-Commerce Strategy

Vs. 

New Triple C E-Commerce Strategy

…notice the difference? 

Or even:

• New Lawn Repair Kit: Greener Lawn in 2 Days!

• New Speaker Authority Method

• New Sales God Method

• New Power Voice Method

Or think about when you’re like… 

“Hi Friends, I got this NEW [thing]!” 

Everyone’s all like… “omg, what’s this new thing in their life.” 

I mean, ya just cannot ignore the word, “New.” 

So, when you start implementing this technique in your email subject lines, you’ll likely see a big boost. 

Let’s move on to our next point. 

#16: Why

The word "why" is one of the most potent tools in a marketer's arsenal. It drives curiosity and engagement by tapping into the reader’s desire for understanding and explanations. 

Here's Why the word Why is so powerful (pun intended) - 

1. It Invokes Natural Curiosity: Humans are naturally curious. When a subject line includes "why," it taps into this curiosity, compelling recipients to open the email to uncover the explanation behind a claim. 

2. It Provides Reasons and Explanations: Our brains are meaning-making machines. We have to find reasons for things. Explaining why something happens or why a certain benefit is true meets a psychological need for understanding and coherence. People are more likely to engage with content that promises to elucidate something unclear or mysterious. For instance, a subject line like "Why Most People Never Lose Weight" promises to reveal underlying reasons, which can be more appealing than straightforward advice.

3. It Amplifies Benefits: When you append "here’s why" to a benefit in your subject line, you enhance its attractiveness by promising an explanation of the benefit’s validity. This not only attracts attention but also increases the perceived credibility and value of the offer. It reassures readers that there is solid reasoning behind the benefit, which encourages them to learn more.

4. It Addresses Phenomena: Subject lines that explain why certain phenomena occur can particularly resonate with audiences experiencing related issues. This approach is effective because it not only identifies a common problem but also offers the promise of a solution or explanation within the email. For example, "Here’s Why You Always Feel Tired by 2 PM" instantly engages anyone struggling with midday energy dips.

Here’s some subject line examples:

• “Why Smart VCs are Now Investing in Education Businesses”

• “Why Smart Investors Are Buying Now”

• “Why 9 Out of 10 Diets Fail”

• “Why 92% of High-Performers Wake Up at 5 am”

• “87% of Millionaires Rise at 5 am: Here’s Why”

To implement this, you can simply take your subject line idea and add “why” to it.

Or take the idea and say, here’s why that happens. 

Why [Subject line idea] happens…

Or, The Truth Behind [Your Idea]…

Or even [Subject line idea]: Here’s why

Let’s move to our next point, and one of my personal favorites:

#17: Urgency

Let’s face it: If Urgency didn’t exist, we’d still be living in caves. And your subscribers would still be deciding whether or not to take you up on those special Black Friday Deals you offered them.  

Urgency works because it taps into our fear of missing out (FOMO) and activates our innate desire for immediate gratification. 

Whether it's a limited-time offer, a countdown timer, or a looming deadline, Urgency creates a sense of pressure that motivates your email subscribers to stop being sloths. 

Here’s some examples of Urgency: 

• Last Call: 50% Off Online Courses Ends at Midnight!

• Final reminder: Webinar Access Closes in 24 Hours 

• 12 hours left to Get My Welcome Email Templates

• Act now: Registration closes in 12 hours! 

The power of Urgency lies in its ability to trigger the primal fight-or-flight response. This instinctual reaction is not just about facing physical threats; it's deeply ingrained in our psychology to make swift decisions when confronted with urgent situations.

The presence of Urgency in a subject line—such as a quickly approaching deadline—activates this “ancient mechanism” in our brain.

Really, it's about survival.

Historically, quick decision-making could mean the difference between life and death.

In terms of email marketing, it means the difference between seizing an opportunity or missing out.

This trigger—fear—is not about being scared in the traditional sense…

It's about the anxiety of missing out on something beneficial, such as a great deal or valuable information.

So, when an email suggests that an offer ends soon, it's not merely suggesting a deadline. It's signaling to our brains that failure to act could result in a missed opportunity, which our instincts interpret as a threat.

Urgency, therefore, is fundamentally about fear—fear of loss or fear of missing out.

Ultimately, it's this fear that forces your reader to open your email, click your link, and/or buy your product before time runs out.

#18: Scarcity

Scarcity is a powerful principle in both economics and psychology. It hinges on the simple truth that people place a higher value on things that are less available. When something is scarce, it's perceived as more valuable, and this perception drives people to act before the opportunity is missed.

Here’s Why Scarcity Works:

Scarcity triggers a sense of urgency, but unlike the direct pressure of time-limited offers that we associate with urgency, scarcity focuses on the limited availability of resources.

This taps into a deep-seated fear of loss—a worry that failing to act could mean missing out on something important or beneficial.

Whether it's a limited-edition product or a few remaining spots in a popular workshop, the effect is the same.

It’s all rooted in our survival instinct.

Historically, access to scarce resources was often directly linked to survival, influencing our natural tendency to secure scarce items when available.

Today, this translates into consumer behavior where limited availability can make an offer almost irresistible.

Here’s Some Scarcity Subject Lines:

• "Only 3 seats left at our exclusive webinar!"

• "Limited edition prints now available—only 20 left in stock!"

• "Grab your copy before they're gone forever!"

By using scarcity in your subject lines, you persuade your reader to take instant action by tapping into their deep-rooted fear of missing out.

#19: Transformation

Transformation in marketing isn't just about selling a product or a service; it's about selling the outcome, the destination—the ideal future that your audience desires. 

More importantly, though, it’s about who they become. 

The latter is one thing most get wrong with transformation, and I’ll tell you why: 

In Robert Cialdini’s book, Pre-suasion, he added an 8th principle of influence. His original book had 7 principles. 

Well, this 8th principle, is basically how companies like Apple, have developed a cult-like following with their users. 

This 8th principle is unity. A shared identity.

Essentially, people become someone else—someone better when they have the product.

Now there’s other triggers, too. But I’ll just tell you, when someone has a newer, better identity from using your product, that’s basically what you’re trying to accomplish here…

It’s this aspirational identity that makes all the difference.

The aspirational identity, speaks to who they want to become or what they want to achieve. 

Jeff Walker states people aren’t just buying a tool or a resource; they’re buying into an improved version of themselves or their lives. So when your subject lines reflect the ultimate transformation that your product promises, you connect with your audience on a deeply personal level. 

For example, if you're selling an educational course with a certification, don't just talk about the course content…

Highlight what completing the course will allow the customer to become or do.

This shifts the focus from the educational journey to the doors that the certification will open for them.

Now Here’s Some Transformation Subject Lines:

• “Become a Licensed Pilot in 30 Days”

• “Boost Your Kid’s Math Skills by 2 Grades”

• “Finally! All day energy without the jitters…”

• “Take just 1 of these and she’ll be calling you daddy again”

Each of these subject lines sells not the process but the outcome, appealing directly to the desires and aspirations of the audience. 

When you focus on the transformation of what you are selling, you’re not just offering a product; you’re offering a new identity and a better life.

And when your reader sees this transformational language in your subject line, they’ll believe they can get one step closer to this transformation by opening your email. And therefore, they won’t hesitate to do it.

Congratulations! You’ve made it to the end. You’re now equipped with 19 proven ways to write better email subject lines.

You’ve discovered arguably the quickest & easiest way to boost your email revenue…

And you’ve seen firsthand, why world-class direct response copywriters will often start with the subject line to beat your company’s email control and boost your email sales. 

After all, it’s not uncommon to see a 25% boost in sales just by doing this. And you wouldn’t really see results that easily if you were to just change the body copy, call-to-action, opening line, etc…

Regardless, since you finished this article today, you have a better understanding of why these 19 methods work, and most importantly—you know how you can leverage them for better business outcomes.

And if you decide to hire a world-class direct response copywriter, you’ll know exactly what they’ll focus on—and how they can drastically boost your email revenue.